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Patagonia's bright blues, reds, and purples are often spotted on adventurers shooting
white water rapids, climbing mountains, whizzing down ski slopes, or occasionally just lying
it tries to discourage consumption; it sells millions of items even though it's goods are
higher-priced, and it focuses on profits even though it's a leader among socially responsible
business firms. Where did such a firm come from, and in what sort of economic soil does it
grow?
A young Californian, named Yvon Chouinard founded Patagonia in 1957 to sell his
handmade mountain climbing equipment. Sales grew slowly until 1972, when Chouinard
decided to include clothing—rugby shirts and canvas shorts—in his small outdoor equipment
catalog. To move these products, he offered a money-back guarantee, which was feasible
only because he sold high-quality, high-priced, and durable products. As sales grew,
Chouinard began to introduce newer, more innovative fabrics and designs, making products
such as foamback raingear, pile and bunting outerwear, and polypropylene underwear.
Patagonia's strategy has been to compete on innovation rather than on cost. The company
is known not for low prices, but for developing new materials and designs.
The 1980s provided the perfect growth environment for Patagonia. Consumers
wanted quality. They had discovered adventure travel. Style, individualism, and image were
“in.” Magazine articles celebrated Chouinard's idea of work—spending six to eight months a
year hiking, fishing, climbing, and surfing to “test” his new designs and develop new product
ideas. As a “fun hog,” he was devoted to any non-motorized, outdoor activity. And as
“Patagonia's outside man,” he was able to gauge the durability, comfort, and usefulness of
Concern for the environment sets Patagonia apart from other catalogers and clothing
traditional mountain climbing pitons in favor of chocks that could be inserted into cracks in a
rock face, leaving no holes or other damage. Other climbers willingly followed Chouinard's
continuing commitment, Patagonia adopted a mission statement that says all life on earth is
facing a critical time and we must all make decisions in the context of this environmental
crisis.
How can a firm like Patagonia make decisions with positive environmental effects?
Patagonia practices what it preaches by tracing the environmental impact of its products
and then identifying changes it can make to reduce this impact. In 1991, Patagonia began a
comprehensive Environmental Review Process to examine all the methods and materials
used to produce the company’s clothing. The study showed there were parts of the clothing
process the company had the power to change and other parts it could not change.
Take nylon and polyester. Patagonia management realized it couldn't have much
impact on the oil extraction and refinement processes used in manufacturing these
materials. But it could develop recycling options. With the help of two vendors, Patagonia
introduced PCR (post consumer recycled) Synchilla fleece—made from recycled soft drink
bottles. The fleece is warm and cozy, and it dries quickly, looks great, and consumes about
With cotton, Patagonia realized that it could have a significant impact on production
of the raw material. How? By shifting to organic cotton. Today's standard method of
producing cotton uses 811 million pounds of pesticides and an additional 4 pounds of
chemicals per acre. Some of this spills into rivers, killing fish, and some is inhaled by
farmers or anyone else nearby. Pesticide use is growing: it has increased 150 percent since
1962. After reviewing these facts, Patagonia switched to organic cotton in 1996. Although
initially there were problems with pilling and shredding of cuffs and ribbing, Patagonia stuck
Although the introduction of PCR Synchilla and organic cotton products has been
successful, other moves by Patagonia have not worked as well. In the late 1980s, Patagonia
introduced buttons made from resins produced by the tagua nut, which grows in Brazilian
rainforests. Unfortunately, these nuts crack open and germinate during periods of intense
rain and heat, actions that are desirable in the rain forest but not in your washer and dryer.
When the buttons cracked and customers returned garments by the thousands, Patagonia
learned a major lesson. Do your homework—follow the materials throughout their life cycles
and subject them to rigorous tests. Otherwise, money-back and replacement guarantees
What has the introduction of PCR Synchilla and organic cotton meant to consumers?
Mostly higher prices: both materials cost more. Prices for these products are about 25
percent higher than prices for competing products, and the garments are not visibly
consumers why they should buy these more expensive goods, Patagonia pushes this story
aggressively.
In the spring of 1991, the Patagonia catalog began with “Everything we make
pollutes”—no shying away from the issues by this company! In a long essay, Patagonia
pointed out that all clothing production has a negative impact on the environment. With
each additional catalog, it has announced and explained actions by the company aimed at
reducing that environmental impact. In addition to using PCR Synchilla and organic cotton,
Patagonia has taken many other steps. To encourage reduced clothing consumption, the
company has purged 30 percent of its clothing lines and reduced the number of styles it
offers (for example, it sells only two styles of ski pants). It has also eliminated the use of
mailing lists, cut back on advertising, reduced the size of its catalog, and limited the number
that can be used for skiing, hiking, and kayaking, and that have no extra buttons, zippers, or
Patagonia, p.
frills. It uses less harsh dyes and no formaldehyde. All these actions affect consumers
directly.
since 1985, the company has given away 10 percent of its pretax profits—usually in small
donates 1 percent of sales or 10 percent of pretax profit, whichever is greater. To date, the
company has given away more than $8 million, along with free goods that organizations can
suppliers and the construction of a 170,000 square foot distribution center in Reno, Nevada
that uses innovative heating and cooling technology. To cope with Reno's hot summers and
cold winters, the building is cooled by a nighttime system which admits cool air through roof
vents and a radiant-heating system that uses 30 percent less energy than conventional
heating. Solar-tracking skylights increase the level of natural light. Occupancy sensors dim
lights when people leave an area and increase brightness as daylight fades. The results
have been twofold. First, energy consumption and costs are down. Second, improved
materials handling and picking equipment in this building has produced nearly 100 percent
shipment accuracy and 24 hour turnaround on mail orders. The lower energy costs and
fewer returns help Patagonia absorb some of the additional cost of the organic cotton it
uses.
Even with all these efforts, Patagonia admits that it still uses some materials that are
environmentally destructive, such as polyester buttons and zippers and synthetic dyes.
Why? Because the alternative products cannot meet Patagonia's high quality standards.
Although the company has gone further toward environmental sustainability than most other
business necessitates changes in thinking by two groups. First, shareholders must expand
products are an example. They had to be more than good looking, long lasting, and well
performing—they also had to contribute to the quality of life. Shareholders will have to look
at more than the bottom line. They will have to recognize that true value includes a long-
term plan for environmental quality and sustainability. Second, the public's perception of
value will have to change. Consumers will have to demand that companies pay closer
attention to the effects of their operations on the world around us. This requires consumer
education and activism. Consumers are frequently unaware of the contents of their
garments—what the buttons, zippers, and pull tabs are made of and what dyes and coatings
are used on the fabrics. Without such information, the best intentioned consumers can do
little about the environmental impact of the garments they buy. To remedy this, Patagonia
tags, Patagonia uses its Web site (www.patagonia.com) and encourages its managers to give
Patagonia does not take its eye off the profit picture completely. In an Inc. magazine
article, author Jim Collins interviewed Yvon Chouinard and found that Chouinard spent as
much time talking about the importance and mechanics of profit as about the need for social
change. Notes a previous Patagonia CEO, “The one thing I'm clear about is that Chouinard
demands 10 percent pretax profit.” Collins concludes, “Patagonia might be a social vehicle,
but it runs on an economic engine. It's not a question of social good or business profit, but
Sources: “Can Slower Growth Save the World?” Business and Society Review, Spring 1993, pp.
10-20; Staci Bonner, “Patagonia: A Green Endeavor,” Apparel Industry Magazine, February
1997, pp. 46-8; Jim Collins, “The Foundation for Doing Good,” INC., December 1997, pp. 41-2;
Fleming Meeks, “The Man is the Message”, Forbes, April 17, 1989, pp. 148-152; Gary Forger,
“New Warehouse Doubles Productivity for Patagonia,” Modern Material Handling, June 1997, pp.
34-6; Edward O. Welles, “Lost in Patagonia”, INC., August 1992, pp. 44-57; Jil Zilligen,
“Ecological Sustainability,” speech given at the Academy of Management Conference, August,
1996, Cincinnati, Ohio; and Jacquelyn Ottman, “Proven Environmental Commitment helps
Patagonia, p.